This document discusses data-driven conversion optimization at InnoGames. It describes how InnoGames uses data from events tracked on landing pages to make decisions about A/B tests of page variants. Key points: - Events triggered by visitors on landing pages are loaded into a business intelligence tool - The BI tool analyzes the data to build a "conversion cube" to measure metrics like conversion rate and visitors - Insights from the cube inform decisions about new page variants to test against a control in A/B tests - Tests typically run for a week and track metrics like conversion rate and active player rate to determine the best performing variant